Brand Experience – Studio Odeonsplatz by Mercedes-Benz

Studio Odeonsplatz by Mercedes-Benz – As part of a long-term cooperation, Mercedes-Benz and LIGANOVA have launched the first Programmatic BrandExperience Space in Munich, comprehensively tailored to the needs of a modern and digital-savy target audience.

A prototype for innovative and connected content hubs, Studio Odeonsplatz offers a unique approach to brand experiences in creativity, art, content and digitalization. The immersive and ever-changing “walkable Instagram space” spreads across 400 m², redefines the future of urban physical brand spaces while building a local and global community.

The store is transformed into a phygital media space: At Studio Odeonsplatz everything – from the concept and infrastructure to the entire brand communication – is understood as a media space that is filled with content that has a new quality: curated and immersive; from physical to digital and constantly changing.

The studio is the prototype of a networked content hub and the future of commercial brand spaces. The space is topped off with a co-working & community area as well as premium hospitality provided at the deli bar in collaboration with Matcha Rina, where you can immerse yourself in the world of intense green tea and enjoy handmade matcha specialities.

Studio Odeonsplatz by Mercedes-Benz is the prototype of a networked content hub and the future of commercial brand spaces.

At Studio Odeonsplatz, the LIGANOVA experts bring together everything needed for a contemporary brand & retail experience: Brand understanding, design, tech and digital know-how, experience in designing spaces and cultivating communities.

The ‘Experience-as-a-Service’ operating model for brand stores offers concept, store design, campaign implementation and store management on one-hand.

In this special campaign, Studio Odeonsplatz dives into a new era of sporty luxury with the extraordinary Mercedes-Benz Vision One-Eleven, celebrating the progressive reinterpretation of a 70s brand icon. Inspired by the legendary C111, this visionary concept car serves as the centerpiece of the studio, showcasing a highly dynamic design language and innovative all-electric drive technology that redefines the art of automotive design. In a multi-facetted setting, the spirit of innovation and technology could be experienced through physical and digital layers as well as cultural programming and content cooperations throughout the space.

Vision One-Eleven impresses not only in terms of experience but also in aspects of aesthetics and content. Many guests explored the stunning silhouette, bathed in the car’s signature orange, and were invited to linger and discover.

In the spirit of community and connectivity, Studio Odeonsplatz invites visitors to explore, experience, and co-work – either at Matcha Rina, the studio’s hospitality partner, throughout regular visiting hours or at one of the many special happenings taking place, appealing to all senses.